From PowerBar to JAMBAR: Jennifer Maxwell on Fueling Athletes, Raising 6 Kids, and Life Beyond Running
- 17 hours ago
- 4 min read
What happens when your identity as an athlete evolves, but your passion for movement, innovation, and challenge stays the same?
In episode 134 of The Eat for Endurance Podcast, I’m joined by Jennifer Maxwell, co-founder of PowerBar and creator of JAMBAR, for a conversation about running, entrepreneurship, fueling a large, active family, and finding new passions later in life.
Jennifer helped launch the global bar category back in 1985 when she co-founded PowerBar with her husband, long before fueling strategies became a core part of endurance performance. But this conversation goes far beyond the history of energy bars.
Jennifer and I discuss:
How she ran her first marathon at the age of 13
Her early interest in cooking and food science
What it was like building PowerBar out of her apartment while still in college
How she balanced running a business, training, and raising 6 children
How her relationship with running changed after having kids, and especially after her husband died in 2004
Why learning the drums later in life became such an important outlet
What inspired her return to the bar business decades later with JAMBAR
Jennifer’s story is a powerful reminder that your identity is never fixed. How you move and fuel your body as well as how you spend your time is meant to evolve across different seasons of life.
Note: This podcast is NOT sponsored by JAMBAR, but I have received free samples of their products.
From the Original PowerBar to Life Beyond Running
Jennifer’s story illustrates what it can look like for one's identity to evolve across several decades while staying rooted in the same core values: curiosity, creativity, and a love of both food and movement.
The mindset that helped her run marathons as a teenager and co-create PowerBar in the early days of sports nutrition also shaped how she approached motherhood, entrepreneurship, and eventually, music.
Here's a part of our conversation that I found intriguing. Jennifer shares how she stopped feeling the desire to compete as a runner after her husband died suddenly from a heart attack. She eventually poured that energy into learning to play the drums, which helped her process her grief, find a new sense of joy, and be athletic in new ways.
What's interesting is that I had quite the opposite experience. I left the world of music after more than 15 years of dedicating myself to it, because the desire to keep playing had faded away. I started to run as a way to cope with a difficult time in my life, and rekindled the joy I was seeking through distance running.
All to say, everyone has their own unique journeys and navigates various transitions in life, whether that means stepping away from or towards competition, balancing bigger life responsibilities, connecting to movement in different ways, diving into new hobbies or careers, or whatever else.
It's also a great reminder to not make one single thing your entire identity (I was definitely guilty of that in my early marathoning days). It's crucial to have a variety of hobbies, especially as an athlete, because exercise will not always be available as an outlet 24/7.
This is something that I discuss with my 1:1 clients and Fuel for Life Crew members all the time. Even if you are training heavily and have big goals for yourself, you need many different tools in your toolbox. Those tools might be music, art, gardening, baking, reading, cuddling a pet, or something else entirely. Make yourself a list, so that when you have a rest day or if you get sick or injured, you can channel your time and energy into something else that fulfills you.
Key Takeaways from Jennifer Maxwell
Sports nutrition has come a loooooooong way, and it's continuing to change all the time
You can challenge yourself and find joy through many different forms of movement, even if competition is no longer the focus
Creative outlets can be powerful ways to process grief, manage stress, and connect with others (and yourself)
If you can't find what you need on the market, go create it (or find someone who can)
Looking for Support as Your Fueling Needs Evolve?
If this conversation has you thinking about how your own fueling, training, or relationship with sport has changed over time, you don’t have to navigate that alone.
I work with a wide variety of athletes who want evidence-based nutrition guidance that supports performance, recovery, longevity, and real life, without rigid rules.
Whether your goal is better race fueling, more energy, improved recovery, or simply learning how to fuel in a way that fits this season of life, I’d love to support you.
Here’s what one client had to say about working together:
"Claire is an exceptional dietitian and nutritionist, and I wholeheartedly recommend her to anyone seeking expert guidance. We worked together to help me achieve a more balanced diet and healthier lifestyle, and her support was invaluable when I was diagnosed with hypertension. Claire's personalized approach, deep knowledge, and genuine care made all the difference in my journey. She doesn't just offer advice; she empowers you with the tools and confidence to make sustainable changes. I'm truly grateful for her expertise and support!" - Richard B.
Here are a few ways to get nutrition support:
Join my low-cost, low-commitment Fuel for Life Crew membership for just $39/month, (cancel anytime)
Browse my nutrition masterclasses (all are also included in the membership)
Grab my Eat for Endurance Mini Guide Bundle (a collection of 6 mini guides, worksheets, and a bonus supplement resource)
Download my free fueling resources
Fill out a new client inquiry form for comprehensive 1:1 coaching (limited spots available)
Support the Podcast
If you enjoy The Eat for Endurance Podcast, here are a few easy ways to support it:
Leave a 5-star rating and write a review wherever you get your shows
Subscribe/Follow The Eat for Endurance Podcast so you don't miss an episode
Shop my merch and affiliate codes for Skratch, Momentous, Tailwind and more
Join my Patreon community
Grab the Ultimate Fueling Sticker Pack to fuel in style
Disclaimer: All information provided is for educational and entertainment purposes only and is in no way meant to replace individual medical and nutrition recommendations.
Comments